Overview

• Aldi will keep its Mamia First Infant Formula priced at £6.99 until the end of 2025.
• That rate undercuts the £13.49 average cost of branded formula and contrasts with products reaching £18 per tub.
• February’s Competition and Markets Authority report recommended NHS non-branded formula and clearer nutritional labels to help parents save around £300 a year.
• The government has yet to respond to the CMA’s proposals, leaving wider market reforms on hold.
• Earlier this year, Aldi launched its Mamia New Parent Fund, awarding weekly £100 vouchers to new parents through March 2026.